Reflection on the Media Image Construction and Sustainable Development of "Silver-haired Knowledge Broadcasters"

Abstract

This study analyzes 15 high-follower accounts on Douyin and finds that, through accessible knowledge translation, lifelong learning practices, and egalitarian discourse, these "silver-haired knowledge broadcasters" have constructed a composite media image, generating significant positive value at three levels: individual, knowledge dissemination, and socio-cultural. Specifically, they alleviate loneliness among the elderly, break down knowledge barriers, and build intergenerational bridges. At the same time, this group faces structural challenges, including rigid content narratives, weak topic timeliness, insufficient professional video production, difficulty adapting to algorithms, and a lack of user interaction. To address these challenges, the study proposes an optimization system across four dimensions—content innovation, technical enhancement, platform empowerment, and policy support—to promote the sustainable development of "silver-haired knowledge broadcasters," transforming them from a phenomenon into a normalized force and fully realizing their unique value in knowledge popularization and social cohesion.